Eight pm

This new decaf coffee brand will have you rethinking your caffeine habits. 100% taste, 0% caffeine. Eight pm is a premium single-origin decaf espresso from Peru.

Bailey Designs was commissioned to design an identity for Eight pm, including branding, logo and packaging design.

Discussing the brand values with Eight pm, we ensured that the company’s purpose of providing customers with coffee they can drink at any time of the day - even at 8pm - came through in our designs.

This messaging was embedded into the logo by incorporating the figure of eight into the word-mark. The letter 'g' in Eight PM has an equivocal meaning, doubling as an ‘8’.

The packaging design incorporates simple shapes, mirroring the number 8, whilst also showcasing the phases of the moon.

The light-pink mixed with dark-blue presents the transition of day to night.